Advertising message strategy analysis for award-winning digital ads

Ioanna Yfantidou*, Kyriakos Riskos, George Tsourvakas

*Corresponding author for this work

Research output: Contribution to journalArticleAcademicpeer-review

1 Citation (Scopus)


In anticipation of increasing interest in digital advertising, the present study examines the message strategy of digital Clio award-winning advertisements over a period of nine years. A sample of 291 digital ads (including TV, film, social media, mobile and Facebook ads) from Clio Awards was content analysed. The results indicate that the ritual view is dominant across all organisational types and product categories regardless of the country of origin. However, the finding supports that award winning marketers prefer to either alter consumers' social profile or advertise rational information for their products.

Original languageEnglish
Pages (from-to)340-355
Number of pages16
JournalInternational Journal of Technology Marketing
Issue number4
Publication statusPublished - 14 May 2018
Externally publishedYes

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Copyright © 2017 Inderscience Enterprises Ltd.

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